It's probably entered your mind--and left it almost as
quickly. Sales are sluggish, quick fixes haven't worked, and
you're not sure where, or to whom, you can turn. Perhaps, you
think, a sales consultant could help you get to the bottom of your
problems. Don't dismiss the idea outright; consider the
possible benefits of expert advice.

A good consultant can significantly improve a business'
sales, whether it's by revitalizing a stagnant department or
helping a sales force crack into new markets. The trick is to
select the right person. In a field where, truth be told, anyone
who has sold newspapers or worked at a department store can claim
to be a sales expert, that may be challenging--but the outcome may
very well be worth the extra time and effort.

Bill Kelley is an Arcadia, California, business writer and
former editor of Sales and Marketing Management
magazine.

What's The Problem?

The first step is deciding whether you need a sales consultant.
While there's no specific criteria, there are a few signs to
look for--the most obvious being results. If sales are down, a good
consultant can provide you with solutions. Maybe salespeople
aren't using their time well or aren't receiving effective
training. Maybe they aren't up to speed on changes in the
industry.

Sales don't have to be in a free fall before you make a
call. In fact, if they are, you've probably waited too long.
Consider a specialist when sales are 5 or 10 percent below the
projections, not when they've hit 50 percent--at that point,
you might be in the market for a miracle-worker rather than a
consultant.

A consultant can also help if the sales department is flat. The
numbers may be fine, but the team has hit a wall of sorts--an
inevitable part of being in sales. As anyone in sales knows, a
whole department can go through a slump, and sometimes it takes an
outsider to come in and shake things up.

In addition, consultants can help when your company is evolving.
If you're expanding into new markets, opening additional
offices or hiring reps, a specialist can assist you in making a
smooth transition. So once you decide you need a consultant, how do
you choose one?

Who's Going To Solve It?

Once again, there are no set rules when searching for a sales
consultant, but there are general guidelines.

1. In most cases, avoid pre-packaged programs.
People who come in with software or a training program that
isn't customized usually don't do much good. Instead, opt
for a program or system that's built from the ground up for
your company, or at least one that's modified to suit your
needs.

2. Make sure the consultant asks a lot of questions.
Instead of just pitching their plan, prospective consultants should
inquire about the company. Insist on someone who is willing and
eager to investigate the problem before offering a solution. The
more the individual asks about your business, the more interested
you should be.

3. Look for a "twist" or a new, innovative
approach to a problem. If sales are falling short of goals,
stay away from someone offering platitudes or warmed-over ideas
about how salespeople should become better at making calls.

4. Avoid motivational speeches. Unless you're
looking for a pep talk--which definitely has its place--stay away
from inspirational speakers masquerading as consultants. It's
unlikely they'll offer any real or substantial advice. Although
it may be fun to listen to their war stories, these speakers
generally don't address concrete problems or offer long-term
solutions.

5. Check references. Talk to your peers about the
people they've used, research the names you're given, and
ask the references detailed questions. It's amazing, says one
consultant, how infrequently companies that end up hiring him
actually call the references he gives them.

6. Agree on payment before anything is done. Fees
can range from a few hundred dollars for each salesperson to six
figures for an ongoing program.

7. Don't expect too much.Keep in mind that no
one person is likely to turn around an entire department,
particularly if it's overrun with problems. Look for answers
within the company, too. At the first sign of a problem, it's
not necessary to run to a consultant. Still, a good one can prove
to be an invaluable asset to your business. If nothing else, the
individual will give you the perspective of an outsider, and in the
politically charged world of most companies, that alone can justify
the cost.

Web Site

Want to know who's offering sales training, when and for how
much? Where to buy mailing lists? Get the answers, plus just about
everything else key to sales and marketing, at justsell.com, a Web
site that aims to be the portal for selling pros. Click on
Entrepreneurs & Owners to find summaries geared for you. One
intriguing site feature: a clipping service that summarizes
articles of interest from online publications. The site also
provides easy links for buying sales tapes and motivational posters
and for hiring on-site sales trainers.